MILAN - Gucci's new design era has trickled down to its spring ad campaign.
Without changing the photographer but intent on moving the brand forward, Gucci's Frida Giannini wanted Craig McDean to trade the steamy poses of the past for reportage-style images with a twinge of Seventies nostalgia.
The campaign, which breaks in January's Vogue Italia and Uomo Vogue, is Giannini's first since she took control of Gucci's women's division in May, when she started designing ready-to-wear as well as accessories.
"The most important message that I wanted to give with this ad campaign was optimism. I wanted the new Gucci woman to express this through light, color and a new way of being real and natural," said Giannini.
Doug Lloyd, Gucci's art director for 11 years, oversaw the shoot. "We worked to reflect the new direction that Frida has set with her clothing and accessories," said Lloyd. "It's younger and fresher, while still the confident sexy Gucci girl you know."
Northern European models Freja Beja and Iselin interacted leisurely as they were photographed in Los Angeles. Giannini and Lloyd wanted the light, wind and movement that generally come through in shoots on location.
The pictures are an evolution of cruise; the warm light and sunspots were carried over, but the wind is softer and the movements are looser.
"I was driving back on Saturday afternoon from the beach, and I just saw this sign saying 'Skydiving for $95.' And I was like, I can't not sky dive for $95," says Tom Bateman about a moment in Hawaii while shooting "Snatched." #wwdeye (📷: @victoriastevens; Interview by @ktauer; Styled by @thealexbadia)